diono.com website review

About 1.1 MB of JavaScript is downloaded but never used on this page. Google estimates it would make the page about 5.0 s faster on a phone.

17 files are served with short cache lifetimes, so returning visitors download them again (469 KiB).

media-amazon.com costs a phone 1.0 s of main-thread work and 3.7 MB of downloads while your page loads. That alone is enough to make taps feel slow. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

14 files block the first paint until they finish downloading. Deferring or inlining them could save about 1.4 s.

About 278 KiB of CSS is downloaded but never applied on this page. Google estimates it would make the page about 1.1 s faster on a phone.

Your mobile performance score is 45. Under 50 is Google's “poor” band: many phone visitors leave before the page is usable.

8 third-party services load with your homepage (media-amazon.com, cloudfront.net and Amazon Ads and others), adding 4.2 MB and 1.1 s of main-thread time.

8 long tasks block the main thread while loading, the longest for 447 ms. During a long task the page ignores taps.

A phone's processor spends 3.4 s on main-thread work while loading, 1.7 s of it running JavaScript. Above 2 s, taps and scrolls feel sluggish.

cloudfront.net costs a phone 27 ms of main-thread work and 449 KiB of downloads while your page loads. Loading it after the page is usable, or only on the pages that need it, takes that off the critical path.

7 images could be 199 KiB smaller with modern formats (WebP or AVIF) and sizes that fit a phone screen. Google estimates it would make the page about 150 ms faster on a phone.

Polyfills for old browsers add 26 KiB JavaScript that modern phones do not need. Google estimates it would make the page about 150 ms faster on a phone.

Web fonts hide text while they load. Setting font-display: swap shows text immediately (about 100 ms).

Critical files load one after another instead of in parallel (3 chains). Preconnecting to key origins and preloading the hero image shortens the chain.

Scripts make the browser recalculate the layout repeatedly while the page loads, which wastes processor time on phones.

Real Chrome users on phones do not pass Google's Core Web Vitals on this page (28-day field data from the Chrome UX Report (opens in a new tab)). Google uses this in ranking.

For real visitors the layout shifts by 1.03 (75th percentile). Good is under 0.1.

Your largest element takes 21.9 s to render on a phone. Google's threshold for “good” is 2.5 s. The largest element is the image.

The page becomes fully interactive after 25.6 s. Good is under 3.8 s.

Visually, the page fills in at 9.4 s (Speed Index). Good is under 3.4 s.

The first text or image appears after 3.5 s on a phone. Good is under 1.8 s.

Real visitors wait 886 ms for your server to start answering (75th percentile). Good is under 800 ms.

Scripts block taps and scrolling for 583 ms in total while the page loads. Good is under 200 ms.

2 images have no width and height attributes, so the layout jumps as each one loads.

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' tap response (inp) went from 149 ms to 171 ms at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Over the last 25 four-week periods to 2026-10-31, real Chrome visitors' largest content (lcp) went from 1.6 s to 1.6 s at the 75th percentile (Chrome UX Report (opens in a new tab) history).

Your homepage downloads 4.4 MB in 271 requests on a phone: scripts 2.3 MB (77), images 994 KiB (78) and fonts 586 KiB (20). Under 2 MB keeps phones on slow connections fast.

1 image further down the page (26 KiB) download before anyone scrolls to it. Adding loading="lazy" lets the first screen load first.

By the Sustainable Web Design model, a visit to your homepage emits about 1.25 g of CO₂e: 150.1 kg a year at 10,000 visits a month. It scales with page weight, so every byte cut lowers it.

1 element use ARIA attributes their role does not allow, which confuses screen readers.

1 button has no accessible name, so screen readers announce just “button”.

Images must have alternative text: 1 element on the page fails this check, rated critical by axe-core.

3 tap targets are too small or too close together to hit reliably with a finger.

Interactive controls must not be nested: 1 element on the page fails this check, rated serious by axe-core.

[role] values are not valid (1 element).

All page content should be contained by landmarks: 7 elements on the page fail this check, rated moderate by axe-core.

The page has no <main> landmark, so screen-reader users cannot jump straight to the content.

Page should contain a level-one heading: 1 element on the page fails this check, rated moderate by axe-core.

1 form field has no label, so screen readers announce an empty box and autofill guesses.

Users should be able to zoom and scale the text up to 500%: 1 element on the page fails this check, rated minor by axe-core.

Headings skip levels (h2 → h5), which makes the page harder to scan with a screen reader.

Elements with visible text labels do not have matching accessible names. (1 element).

There is no <h1>, so neither visitors nor Google get a clear main headline.

Your title is only 17 characters: “Amazon.com: Diono”. Between 30 and 65 characters leaves room to say what you do and for whom.

No structured data (JSON-LD), so Google can't show rich results such as your logo, ratings or FAQs.

No XML sitemap at https://www.amazon.com/sitemap.xml, so Google discovers your pages only by following links.

No favicon is declared in the HTML, so browser tabs and Google's mobile results may show a generic icon.

1 link has no real href, so search engines can't follow it.

The homepage links to 108 pages on diono.com and 39 external pages.

Your robots.txt shuts out ChatGPT search (OAI-SearchBot), ChatGPT (ChatGPT-User), Claude search (Claude-SearchBot), Claude (Claude-User), Perplexity (PerplexityBot) and Perplexity (Perplexity-User). These fetch pages to answer people's questions and cite the source, so your site can't be quoted or linked in those answers.

There is no Organization (or LocalBusiness) JSON-LD, so search engines and AI assistants have no machine-readable facts about who runs the site: its name, logo, profiles and contact details.

There is no /llms.txt, a short Markdown guide to your key pages for AI tools (llmstxt.org). It is optional and few AI tools read it yet, so treat it as a cheap extra.

robots.txt blocks GPTBot, ClaudeBot, Google-Extended and CCBot, which collect pages to train models. That's a legitimate choice and doesn't by itself stop the site appearing in AI answers.

Your homepage links to /gp/site-directory, /b, /Tools-and-Home-Improvement/b, /toys/b, /Amazon-Custom/b and /pet-shops-dogs-cats-hamsters-kittens/b and 3 others, which answer with an error. Visitors hit a dead end and search engines drop them.

/ref=nav_logo declares the homepage as its canonical URL, which tells Google it is a copy of the homepage and keeps it out of search results. A site-wide template setting usually causes this.

/deals and /coupons all use the title “Today's Deals”. Search engines can't tell which page to show for a search, so each competes with the others.

/prime, /fmc/learn-more, /deals and /coupons have no meta description, so Google writes the search snippet from whatever text it finds.

/ref=nav_logo and /deals have no <h1> headline, so visitors and search engines get no clear main topic.

/prime took over 3 s to send its HTML from our server.

We fetched 15 pages linked from your homepage (of 78 found) and read each the way a search engine does.

No viewport meta tag, so phones render the desktop layout zoomed out.

The page uses 1 deprecated browser API that will stop working in future browsers (“Unload event listeners are deprecated and will be removed.”).

2 errors were logged to the browser console while the page loaded, for example “Failed to load resource: the server responded with a status of 400 ()”.

1 link from your homepage to your own site is broken, for example https://www.amazon.com/gp/site-directory?ref_=nav_em_js_disabled (404).

1 link to other sites is dead, for example https://www.acx.com/ (500).

1 link go through two or more redirects, for example https://www.amazon.com/gp/css/order-history?ref_=nav_orders_first.

No Referrer-Policy header, so full URLs can leak to the sites you link to.

X-XSS-Protection is set to “1;”; the header is deprecated and can introduce bugs. Use 0 or remove it.

amazon.com has no CAA record, so any certificate authority may issue a certificate for it. A CAA record naming your provider (for example letsencrypt.org) closes that door.

amazon.com's DNS answers are not signed. DNSSEC stops attackers forging them to send visitors or email elsewhere; most registrars switch it on in a click, though most sites still run without it.

No testimonials, customer logos, ratings or customer counts on the homepage: nothing tells a new visitor that others already trust you.

No analytics or tag manager detected in the HTML, so you can't measure whether any of these fixes work.

No phone number or email link on the homepage, so ready-to-buy visitors have one fewer way to reach you.

The homepage has only about 96 words of visible text; thin pages give Google and first-time buyers little to go on.

DMARC is set to p=none, so mail pretending to be diono.com is still delivered. Reports are on, so moving to quarantine is the next step.

We found no DKIM key on the selectors the big email providers use. If you send through one of them, turning on DKIM signing improves delivery.

Email authentication: SPF record 25 points, plus 15 when it ends in -all (10 for ~all); DMARC record 25, plus 25 for a reject policy (15 for quarantine); a DKIM key on a common selector 10.

Before a visitor clicks anything, the page loads Amazon Ads (measured from a US location before any click). No consent tool was detected. Visitors from the EU, UK and several US states must be asked first.

Opening the homepage sets 9 cookies (measured from a US location before any click).

No known cookie consent tool loads with the page. Some sites build their own banner, and some only show one to visitors from the EU.

Loading the homepage contacts 6 hosts run by other companies (fonts, scripts, analytics, ads), each of which sees the visitor's IP address.